A humble bat-and-ball game founded circa 1969 in the Mexican seaport city of Acapulco has turned into a global sensation. Padel is the fastest growing sport in the world; what is it, why is it such a favourite amongst F1 drivers, and what are the commercial opportunities? 

You may have heard that Jaguar has rebranded. Actually, it would be surprising if you hadn’t heard – it’s all anyone can talk about. By now, you’ll undoubtedly have also heard the overwhelmingly negative views pouring from news outlets, peppered across social media, and probably also in your office. It’s become water-cooler chat.

Now it all makes sense! Following the announcement of its F1 departure, Rolex has upgraded its SailGP sponsorship – it will now be Title Partner for a whopping ten seasons.

Formula One has confirmed an “agreement in principle” with automotive manufacturers General Motors, to bring its Cadillac brand to the grid as an 11th team from 2026.

As we watch the sky of Nevada darken ahead of another night race, elsewhere, the sun was quietly setting on a partnership dating back to 2006.

It’s official: Formula 1 has agreed a six-year extension with organisers of the Monaco Grand Prix. The ‘jewel of the F1 calendar’, Monaco brings it all; the OG of glitz, glamour and celebrity, it’s the chance to see the world’s fastest cars navigate the sports’ sharpest, most unforgiving turns past the super yachts of the French Riviera. In short, Monaco brings money.

F1's Heineken Silver Las Vegas Grand Prix 2024 merchandise collaboration is a prime example of how sports and lifestyle branding can merge to create memorable experiences and drive commercial value.

A$AP Rocky could be the latest in a string of American celebrities to purchase an ownership stake in England's national sport, with reports linking him to a £15 million move for League Two team Tranmere Rovers.

As Lewis Hamilton prepares to depart Mercedes for Ferrari in 2025, George Russell is stepping into the spotlight - not only as the team’s future leader on track, but also as a rising figure in the fashion world. Renowned for his clean-cut, classic style, Russell is following in Hamilton’s footsteps, emerging as Mercedes’ latest fashion icon.

Last year, American Express’ partnership with F1 in the US raised some eyebrows - not out of suspicion, but rather curiosity. Why would a powerhouse brand like AMEX only dip a toe into such a high-octane arena?

Let's be honest, for all the incredible strides made in women’s sport, some moments still leave us scratching our heads.

NASCAR is at a crossroads, facing significant commercial challenges in monetising partnerships and sponsorship opportunities. While the series still generates an estimated $400 million annually in sponsorships, it’s clear that its commercial growth is stifled by the outdated charter system imposed on teams.

It’s official: most NASCAR Cup Series teams have agreed to the new charter proposal, concluding two years of tough negotiations over a revised revenue model. Thirteen organisations have signed the deal, which runs through to 2031.

After decades of backing the Olympics, Panasonic has decided to bid farewell. The tech giant – a global sponsor since 1987 – won’t be renewing its deal with the International Olympic Committee (IOC) when it expires this December.

The Singapore Grand Prix might be one of the most glamorous stops on the F1 calendar, but for the teams and drivers, it’s anything but a vacation.

Last week, the Aston Martin Formula One Team became one of the first major teams to take steps in addressing the significant regulatory changes coming to F1 in 2026, which will see the sport switch to fully sustainable fuels and place greater emphasis on hybrid powertrains.

It might be the city that never sleeps, but surely it needs to have a rest at some point.

After 30 years, one of the most iconic partnerships in MotoGP history, Repsol and Honda, are set to go their separate ways at the end of this season.

Rumours are swirling that the World Rally Championship (WRC) could be preparing for a significant shake-up, with reports suggesting that its commercial arm may be put up for sale later this year.

Copyright infringement and IP protection are in the news cycle once again… and this time, it’s F1 vs the influencers.